are defined as those segments of overall market of anyeconomy, which are distinct from theother types of marketslikestock market,commodity marketsor Labor economics. Rural Markets constitute an importantsegment of overall economy.In recent years, rural markets have acquiredsignificance in countries likeChinaandIndia, as the overallgrowth of the economy has resulted into substantial increasein thepurchasing power of the rural communities. Onaccount of thegreen revolutionin India, the rural areas areconsuming a large quantity of industrial and urbanmanufactured products. In this context, a special marketingstrategy, namely,

rural marketing

has taken shape.

Companies Projects :

SHAKTI - Changing Lives in Rural India

Hindustan Unilever's Project Shakti is a rural initiative that targetssmall villages populated by less than 2000 individuals. It is a uniquewin-win initiative that catalyses rural affluence even as it benefitsbusiness.Project Shakti impacts society in two ways – the Shakti Entrepreneur program creates livelihood opportunities for underprivileged ruralwomen and the Shakti Vani program improves quality of life byspreading health and hygiene awareness

.

ITC E-Chaupal :

I

nitiatives being taken by ITC andother companiesto tap into theemerging rural India market. ITC has sort up over 2,000 e-choupalsacross India at a cost o about Rs 1.5 lakh (USD 3,400) each invillages. It is now adding 5 a day, with plans to cover 100,000 Indianvillages in 5 years (India has a total of 600,000 villages).ITC first aims to help improve farmers' incomes by:-- Wiring rural communities with computer access to its e-tradingplatform.-- Offering better on-line prices than auctions for produce.-- Providing quality seeds and on-line agricultural advice.

Next, it aims to help its own business by :-- Growing its commodities business overseas-- Gaining access to rural consumers-- Selling goods and services back to the farmers

Intel's ‘Jagruti’ program

Intel launched its Jagruti program in collaboration with leaders inbusiness, government, education, online services and internet kioskproviders with the motive of bridging the urban-rural divide and topenetrate into the rural market of India.Intel has collaborated with the Indian players like, Wipro and HCLTechnologies in order to get the advantage of their presence in therural areas. Towards this direction, Intel launched its Community PCplatforms for rural India. The company plans to deploy theseCommunity PC platforms in Internet Kiosks in the villages.These PC’s developed by Intel has been designed to withstand:-Dusty conditions-Varying temperatures-High humidity